In the first quarter of 2013, Hankook Tire announced that its Chongqing plant was formally put into production, adding momentum to the goal of achieving production capacity of 40 million units in South Korea and Thailand in 2014; at the Shanghai International Auto Show in April, Hankook's booth gathered more than 10 The new models, the three state-of-the-art electric vehicle pneumatic tires (NPT), and the sponsorship of the tire design of the University of Cincinnati's “The Way to the Future” tire. Kim Il-ho, general manager of marketing strategy at Hankook Tire's China headquarters, said that Hantai is fully motivated by comprehensive innovation and promotes the company's "5-1-1" mid-to-long-term plan. It is expected that by the end of 2014, Hankook expects The ranking in the global industry rose from 7th to 5th.

"5-1-1" is the development strategy put forward by Hantai as early as in 2009. Among them, "5" means that sales have achieved the fifth place in the world; the first "1" means that the annual production capacity exceeds 100 million; the second "1" means that the annual operating income exceeds 1 trillion won. Jinlun Yu explained that the second "1" goal has been reached. Now we want to achieve "5" and the first "1." The company is adapting to the world's major trends, comprehensive innovation to enhance its core competitiveness, continuously developing new energy-efficient tires, and focusing on expanding the world's most productive Chinese market.

Creating a first-class international competitiveness is the objective of Hantai's comprehensive innovation. Tire is one of the most competitive industries, and Hankook's operating slogan in China is "production of products suitable for Chinese consumers." Han Tae pointed out that China currently faces outstanding safety and environmental issues. As a tire company, Hankook's products are directly related to the lives of consumers. At the same time, the domestic “haze” phenomenon is serious, Hantai products must be done when the tire rolling on the road, reduce friction, increase wear resistance, in order to reduce vehicle emissions.

Jin Lunxuan believes that China will add nearly 20 million cars each year, which will require 80 million tires. Plus, the annual demand for trucks and buses will exceed 100 million. If tire manufacturers do not work hard on safety and the environment, Will lose a huge market.

Technological innovation is the breakthrough of Hantai's comprehensive innovation. The company dared to invest heavily in R&D and established a China R&D center in Jiaxing. They insist on comprehensively considering safety and environmental protection factors from the design, and adding new components to rubber to develop new technologies that can reduce tire rolling resistance. At present, Hankook's main environmental protection tire is Welcome Furan. When the product was sold in China in 2010, it was favored by the market. Recently, the company launched a second-generation product. Test results show that this product can save fuel 3 to 6%, reduce CO2 emissions 4.1 grams per kilometer, and can increase tire life of 23%. In 2012, in order to meet the demand for supporting tires for future new energy green concept cars such as electric vehicles, hydrogen, hybrid vehicles, etc., the company developed the first non-inflatable concept tire, which can reduce the rolling resistance of the vehicle by more than 5%.

While developing new products, the company also increased investment in new product lines and will build new factories in the near future. It is reported that by June of this year, Hankook Chongqing plant will produce up to 2,400 truck tires per day to achieve full-load production. In the middle of the year, the plant will also launch the second-phase passenger car tire project, and the Hankook and Indonesia plant will be put into production in 2011. By 2014, Hankook will have a global production capacity of 110 million pieces. By then, the Chinese market will reach Hankook’s global sales. 37%.

Another major highlight of Hankook's overall innovation is structural adjustment - actively developing high-end products, creating brand value and increasing sales. Facing the rapid development of the Chinese auto market for a decade and the demand for more personalized driving by consumers, Hantai started a high-end strategic transformation five years ago. Currently, Hankook's high-end brands have been industrialized and provide products for BMW, Audi, etc. The sales of Hantai's high-performance products have accounted for more than 25% of the total sales.

Hantai believes that from the perspective of environmental protection, European and American standards for the performance of tire products are relatively high. If Korean-Chinese tires can be exported to Europe and the United States and meet the European and American performance standards, it will be able to drive the Chinese tire industry to a new level.

The innovation of sales model is the guarantee of the success of Hankook's comprehensive innovation. In terms of sales of passenger car tires, Hankook used to be mainly agents and wholesale markets. Since 2007, Hankook has implemented reforms to establish two types of specialty stores in China, namely “T-Station” and “T-Station”. TireTown, which began merging these two types of products last year into more high-end "HankookMasters" stores, has 1,100 homes in the country.

Jin Lunchen said that after 16 years of hard work, Hankook Tire has achieved an impressive 20% share of the tire market in China. The company will continue to promote ultra-high performance, environmentally friendly tire products to meet consumer demand through comprehensive innovation. Needs.

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